Free SEO audit for law firms.
75+ checks against your live site, including the Attorney schema type and the Google Business Profile signals that decide Map Pack ranking for your trade. No email, no signup.
- No signup required
- Built for law firms
- Shareable report link
What local SEO looks like for law firms
Legal is the most expensive local vertical in paid search, which makes organic and Map Pack visibility correspondingly valuable. It is also the most credibility-sensitive: a prospective client is choosing who to trust with something that matters, and they research accordingly.
Practice area pages
Family law, personal injury, criminal defence, and estate planning are separate searches with separate intent. A single "Practice Areas" page ranks for none of them properly.
Attorney or LegalService schema
The dedicated types remove ambiguity about what kind of firm you are and which queries you should match.
Attorney bios and credentials
Named attorneys with bar admissions and real biographies are both a conversion driver and a substantive expertise signal.
Want the full strategy rather than just the audit? Read our local SEO guide for law firms, or run the audit above and work the fix list in order.
Law Firms — frequently asked questions
Why does my law firm rank below smaller firms?+
Usually Google Business Profile completeness and review volume rather than website quality. Firm size does not enter the local algorithm; category, proximity, profile completeness, and reviews do. The audit shows exactly where you sit on each.
Do I need a separate page for each practice area?+
Yes. Practice area searches are distinct and high-value, and a combined page competes weakly for every one of them.
What law firms in the Map Pack actually carry
These are not industry averages quoted from elsewhere. We measured 1,122 Google Business Profiles across 8 trades and 4 US metros, 143 of them law firms. The audit above reports your numbers; these are the ones to beat.
296
Median reviews held by law firms ranking in the top three
266
Median for those at positions four to twenty — the gap is 1.1x
4.8
Average rating, so a good score is the entry requirement rather than an edge
1% of law firms we measured had no website at all. Full dataset, every trade and metro, free to download: local SEO benchmarks 2026.
Want the scoring method, the DIY-versus-agency comparison, and the fix-priority order? They are on the main audit page, which covers every trade.
Free SEO audits by trade
The same audit, with the schema types, keywords, and ranking factors that matter for your trade.
More free local SEO tools
Every one is free, needs no account, and was built for local service businesses.
NAP Consistency Checker
Compare the name, address, and phone number across your website, your schema, and your Google Business Profile.
LocalBusiness Schema Generator
Generate valid trade-specific LocalBusiness JSON-LD you can paste straight into your homepage.
Local Citation Checker
See which of the 14 directories that matter already list your business — and which are missing.
Local Keyword Generator
Build a keyword list for your trade and city, including near-me and service-area variations.
Review Response Generator
Write a professional reply to any Google review in seconds.
Want us to fix your local SEO for you?
Our team builds fully managed local SEO campaigns for plumbers, HVAC contractors, electricians, dentists, roofers, and more. We handle everything — Google Business Profile, local schema, citations, and rankings.
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